June 21, 2016

De Beers launched its famous slogan "A Diamond is Forever" in 1947. Copywriter Frances Gerety came up with the famous phrase in 1947 for De Beers, and a successful campaign using the slogan drove diamond sales and solidified the gem's reputation as a symbol of love and commitment. The phrase has been part of popular culture for decades, used in every single De Beers engagement ad for years. In 2000, Advertising Age magazine named “A Diamond Is Forever” the best advertising slogan of the 20th century. Today, the phrase still appears on the De Beers web site.